Mid Day has changed its look and now is ensuring that everyone knows about it too. The publication has embarked on a massive marketing activity around the new look. The multimedia campaign, which broke last week, is done with the objective of reinforcing Mid Day’s position as a Mumbai paper and will be continued for a month.
Mid Day’s new look, designed by Dr Marcio Garcia, is in line with the publication’s practice of revamping its look every five years. Nonetheless, as Cyriac Mathew, COO, Mid Day, puts it, at the base of the change is the observation of the fact that a city changes in that much time and its paper has to reflect this change.
Amit Seth, Marketing Manager, Mid Day Multimedia, said, “The creative strategy of the campaign revolved around the theme that Mumbai has changed, and in the new Mumbai, this is the Naya Mid Day.”
Throwing more light on the campaign objective, he explained, “Mid Day is Mumbai’s paper. Good or bad about the city – we bring it to you, capturing the very spirit of the city. The campaign is designed with the objective of reinforcing this. Furthermore, we have undergone a makeover, which is again in tandem with the fact that we capture the spirit of the city and the city has changed. So, we have showed the new look Mid Day in the creatives too.”
The publication roped in creative house 180 degree for the creative needs of the campaign. The media, as is the case with any Mid Day campaign, has been done in-house. Speaking on the reasons why 180 degrees was chosen, Seth said, “We have worked with them earlier on various projects and they have done some good for us. In that light, it made sense to give them this new campaign as well.”
The print and outdoor creatives touch on various aspects of Mumbai life, the cell phone is shown as the ‘Naya PCO’, cricketer Mahendra Singh Dhoni is shown as ‘Naya Sachin’, coffee is shown as ‘Naya Cutting Chai’, and each creative also has ‘Naya Mid Day on it’. The print ads are taken in the Mid Day publications and Indian Express. The publication has taken as many as 40 hoardings in Mumbai, bus backs and in-train branding as well.
In addition to this, the campaign has been taken to radio as well. The strategy of drawing comparison with real life changes and the new Mid Day has been done for radio too. “In radio, we have touched every walk of the Mumbai life maintaining the relation with Naya Mid Day.” The publication has undertaken many B2B initiatives as well for the advertisers and the trade.
Replying to what the expectations from the marketing exercise were, Seth said, “In its core, this is a reinforcement campaign and hence, the expectations are on those lines.”